increase in overall leads
Seamless Hubspot integration leading to streamlined sales process
Shipman & Goodwin serves the needs of local, regional, national and international clients which include public and private companies, institutions, government entities, non-profit organizations and individuals.
Shipman & Goodwin uses ON24 to expand their prospective client base through highly-targeted, multi-channel digital experiences that generate actionable insights and integrate directly into the team’s CRM workflow.
To generate quality leads across a diverse target audience — ranging from public and private companies to government entities, non-profit organizations and individuals — the team at Shipman & Goodwin aimed to expand their certification program but lacked the necessary resources to do so.
Their existing certification process was heavily manual, hindering their ability to automate and scale effectively. The platform they used to deliver digital certification courses made it hard to capture audience insights resulting in a time-consuming and ineffective lead scoring and distribution process. And with digital experiences and certification courses as a primary lead generation source, it was time for a better way.
By adopting ON24 to power their digital programming, including virtual certified professional education courses, the Shipman & Goodwin team is able to find the right buyers to improve conversion rates for their business development team. This eliminated wasted time following up with the wrong people and ultimately improved conversion rates.
Shifting to a robust digital engagement platform
With ON24, the team was also able to scale their certification programs, actively engage audiences, capture valuable first-party data, integrate seamlessly with HubSpot and automate lead hand-off to their business development teams.
“We were looking for a way to transition from one-off events, blogs, podcasts and articles into always-on content that audiences could interact and engage with anytime, anywhere,” said Spadaro. “We really found the Netflix-style content experience to be an effective next step for the firm as we continue to evolve toward a digital-first lead generation strategy.”
“The ability to integrate all of that engagement data really helped us enhance content journeys and build out more targeted drip campaigns for audiences across multiple industries.”
Marketing Events & Technology Specialist
Engaging digital events, at scale
Knowing their audience preferred to consume content through live, virtual experiences, they optimized every program with engagement opportunities that generated real-time feedback for the team. This enabled them to turn their virtual events and digital content experiences into a reliable source of qualified leads who were already educated on Shipman & Goodwin offerings.
Now, the event-team of three are able to quickly and easily build, duplicate, customize and scale a range of digital experience types for target audiences – webinars, certification courses, small networking events and large virtual conferences – designed to provide legal education, retain existing accounts and expand the firm’s potential client base.
“ON24 has been instrumental in helping us provide these certification courses and events, and keep our audience on relevant content journeys with our brand. It’s such an easy life for us behind the scenes,” said Michelle Spadaro, Marketing Events & Technology Specialist at Shipman and Goodwin.
Integrated and unified first-party data
With ON24, the team was able to grow their event attendee base by 20% in one year. However, as their user base grew, it became more challenging (and more important) to not only capture, but act on, first-party data collected from these events.
By leveraging an API integration between ON24 and Hubspot, the team at Shipman & Goodwin was able to effortlessly populate and unify actionable insights on every event attendee directly into their CRM workflow – no manual data export or import. Thisnot only saved them hours of valuable time but helped them more effectively follow up with and convert prospective clients.
“The ability to integrate all of that engagement data really helped us enhance content journeys and build out more targeted drip campaigns for audiences across multiple industries,” said Michelle Spadaro, Marketing Events & Technology Specialist, Shipman and Goodwin.
Curated on-demand content hubs, year-round insights
By effortlessly turning live events into on-demand experiences, the team realized they were able to produce more content, faster than ever while expanding their reach to larger audiences.
For prospective clients to effectively self-educate their way through the decision-making journey, the team uses ON24 Engagement Hub to organize content by topic or practice group into curated digital content legal libraries. These libraries are embedded directly onto the firm’s website for easy access and to drive year- round engagement.
“ON24 has been instrumental in helping us provide these certification courses and events, and keep our audience on relevant content journeys with our brand. It’s such an easy life for us behind the scenes.”
Marketing Events & Technology Specialist
The team at Shipman & Goodwin delivered a range of dynamic experience types and formats that increased lead generation by 30%. They were able to actively engage attendees and generate the insights necessary to tighten up their targeting.
By integrating the platform with their CRM (Hubspot), they could streamline data flow and get the right insights into the hands of their sales team for faster and more effective sales follow-up informed with engagement data generated by thousands of certification experiences – ultimately shortening sales cycles and closing more deals.